Strategic Marketing and Sales Management


Content, progress and pedagogy of the module


The main purpose of firms is to satisfy the customer and create customer value. Thus, in the strategic management of marketing and sales activities the creation of customer value is a critical task for marketers. This module covers various contents revolving around creating value for customers in the strategic marketing and sales management of firms.


After completing this course, we expect the students to have an in-depth understanding of customer value, including for example how organizations can compete on creating and delivering superior customer value, and how it relates to strategic marketing and sales management, which are both essential to the organization. We expect students to become knowledgeable in the covered contents as well as skilled in rigor thinking when applying the theoretical concepts and theories to real-world situations.


Participants learn through in-class lectures, discussions, workshops, and case-studies. The course also supplements the marketing project, such that relevant contents are covered which may facilitate project work. During this module, students will explore key questions, such as: Why is customer value important to achieve competitive advantage and why are some firms better at doing so than others? How do companies structure manage and measure sales performance and strategy?

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:


  • Theories and concepts related to customer value creation and the role of customer value in marketing strategy and sales management.
  • How companies build superior customer value, including factors that foster or constrain a firm’s ability to create customer value.
  • Methodological approaches to measure customer value.
  • Sales management and sales strategy as elements of the organization.


The objective is that the student after the module possesses the necessary skills in:


  • Defining, conceptualizing, and explaining how customer value relates to marketing and sales management.
  • Identifying central theoretical and practical problems within customer-driven marketing strategy and sales management.
  • Selecting and applying relevant methods to measure customer value both quantitatively and qualitatively and arguing scientifically, practically, and contextually for the potentials and limitations of these methods.
  • Making decisions about sales management and how to plan and implement sales and marketing strategies.


The objective is that the student after the module possesses the necessary competences in:

  • Analyzing and evaluating a firm’s value proposition by applying relevant concepts and theories from the course.
  • Designing customer value-driven marketing strategies by applying relevant concepts and theories from the course.

Applying a customer values-based approach to sales management.



Name of examStrategic Marketing and Sales Management
Type of exam
Written or oral exam
Group examination with max. 5 students. The student may also choose to write alone.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleStrategisk marketing og salgsledelse
Module codeKAMAR202215
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Education ownerMaster of Science (MSc) in Economics and Business Administration
Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities